Fanatics recently announced a partnership with the NASCAR NY Racing Team to sponsor one of its cars for two races this season.
Building Its Brand
Fanatics Betting & Gaming continues to carve its niche in the US sports betting and iGaming industries by aligning with well-known brands and getting the word out that Fanatics is here to stay. In the most recent case, Fanatics announced it would sponsor NASCAR’s NY Racing Team (formerly Xxxtreme Motorsport and Team Xtreme Racing) and its No. 44 Chevrolet, driven by J.J. Yeley, in two races, including the Cracker Barrel 400 at Nashville Superspeedway on June 1st and the NASCAR Cup Series Championship Race, held at Phoenix Raceway on November 2nd.
A Strategic Partnership
“We are proud to partner with John Cohen and the New York Racing Team,” said Selena Kalvaria, CMO of Fanatics Betting and Gaming. “The partnership with New York Racing Team is an incredible branding opportunity and an inflection point for us as we continue to build the fastest-growing sportsbook in America.
“We are going to develop exclusive content for NASCAR fans and curate an elevated experience for our customers at each race that only a brand like Fanatics can offer. Our employees and customers can‘t wait to cheer on the No. 44 Fanatics Sportsbook Chevrolet toward the checkered flag at Nashville Superspeedway and Phoenix Raceway,” she added.
The significance of choosing the Nashville race is not lost on those who know that Tennessee was Fanatics’ first sports betting market they entered back in 2023. Since that time, Fanatics has been rapidly expanding its footprint, especially after the purchase of PointsBet’s US licenses and assets.
J.J. Yeley is getting +800 odds to finish in the top 10 in the Cracker Barrel 400, and his car will be painted lava red and midnight black with the Fanatics logo adorned on the doors and roof of the car. The 48-year-old J.J. Yeley is ranked 39th in the NASCAR Cup Series and placed 37th, 35th, 38th, and 32nd in his last four starts.
Fanatics Relies on Crossover Sales
Fanatics made its mark by becoming one of the largest sports merchandising giants in the nation, and its built-in customer database of over 100 million customers, all of whom have purchased a team jersey, hat, or assorted apparel, can be solicited to bet on the players and the teams they watch.
Fanatics Betting & Gaming has also entered the iGaming world with a standalone app of its own in four states that incorporates casino table games and digital slots.
“We’ve got a big task on our hands,” Conor Grant, president of gaming for Fanatics’ betting and gaming arm, stated. “We’re a challenger brand, but the owner of this company loves nothing more than a fight and to prove people wrong.”
The cross-promotion between its merchandising company and its sportsbook can offer promos that are unavailable anywhere else.
“What is unique about Fanatics’ position is that they have a good product, and they are able to reward people outside of just giving them promotional credits or money to play with,” Macquarie analyst Chad Beynon said.
